Effects of food neophobia on visual attention and sensory acceptance of ethnic-flavored foods

Abstract

Due to growing globalization, there has been an increase in demand for ethnic or ethnic-flavored foods in the retail grocery and foodservice industries. However, some consumers are unlikely to enjoy ethnic or ethnic-flavored foods due to novelty or unfamiliarity associated with them. Limited research exists on consumer behavior toward ethnic or ethnic-flavored foods as a function of food neophobia. This study aimed to determine the influence of food neophobia on Caucasian consumers’ visual attention toward packaging images, as well as sensory acceptance of ethnic-flavored potato chips. Ninety adults were divided into high food neophobia (HFN) and low food neophobia (LFN) groups based on a food neophobia scale score. All participants’ visual attention toward packaging images of ethnic-, local-, and plain-flavored potato chips were measured using an eye-tracker, and their willingness to taste, expected liking, and purchase intent were assessed. One week later, the participants rated sensory perception and liking of the potato chip samples whose packaging images had been viewed. Participants in the LFN group looked significantly longer at the descriptions of ethnic (Chinese Szechuan) and local (Southern biscuits and gravy) flavors shown on the packaging images of potato chips than did those in the HFN group. As participants in the LFN group, but not those in the HFN group, looked at the descriptions of ethnic flavors shown on the packaging longer, they were more likely to like and purchase those potato chips. There were only limited impacts of food neophobia on attribute intensities and likings of the potato chips, irrespective of flavor. In conclusion, this study provides empirical evidence that participants with a lower level of food neophobia are more attentive to descriptions regarding ethnic flavor shown on packaging of chip products, possibly inducing a higher intent of purchasing the products, although such findings vary with the type of ethnic flavor.